Marketers expected to turn to technology to gauge performance

11:57 22nd April 2010

Marketing professionals will look to digital methods to measure the success of their performance in 2010, according to Darren Dutton, business director at Marketing.co.uk

Speaking at the Technology for Marketing & Advertising 2010 event, Mr Dutton said that businesses will increase the pressure on the marketing industry this year to see what they are getting back from their campaigns.

"Marketers will probably look towards technology or software to actually help them get that information back," he explained.

According to Mr Dutton, advertising professionals will turn to technology to find "better systems or solutions" as well as a "better return on investment" and a "better way" of tracking how campaigns are doing.

His comments came as a new report by the chief marketing officer council, entitled the State of Marketing: Outlook, Intentions and Investments for 2010, said that corporate marketing professionals expect to rely less on agencies and become more self-sufficient with their own digital marketing infrastructures.

Posted by Paul Davis

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